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The methods journalists use to share content has changed remarkably, especially since the advent of social media. No longer can PR professionals and marketers pitch journalists without considering their current needs.

Journalism has evolved over the past two decades, largely making the transition from print to online media. That metamorphosis has not been a seamless one, however. Indeed, not a few “old school” people were pushed out of positions with some choosing to retire instead of remaking themselves.

Some of us, including yours truly, have managed to bridge the tenuous divide between old and new, finding a handful of print opportunities still available to go with our online exertions. It is important to realize that in both cases there is an overarching necessity that stems from writing today: social media and a need to actively participate or lose your audience.

That participation usually comes through a small collection of social media sites, including Twitter, Facebook and LinkedIn. There are others, but the pull of these three is usually far greater than what you would achieve on Instagram, Google+, Pinterest or any other site, for example.

Muck Rack and Edelman

Muck Rack, a website dedicated to help journalists connect with PR pros, marketers and companies, undertook an online survey in partnership with Edelman — the world’s largest PR firm — late last year. That survey was directed to journalists in a bid to gauge how they use social media to write and distribute their stories.

Specifically, the partners conducted the survey with the intent to “…gain an understanding of media attitudes, behaviors, and perceptions surrounding the ever-changing landscape of news.”

Some 251 journalists participated between late November and mid-December 2014, thus the margin of error is quite high, coming in at 6.19 percent. Nevertheless, the survey offers a solid synopsis of “shareable content” among those of us tasked with researching, interviewing, assembling, writing, editing and publishing that information from a solely professional perspective.

Special Ingredients for Journalists

The survey revealed some points about shareable content that are widely understood, but the importance may not be fully grasped. Indeed, 82 percent of content shared by journalists includes an image with another 33 percent using video to aid in dissemination. Notably, 66 percent write articles that may be correlated with a story already trending in the news, with 48 percent localizing that information to reach a target audience.

Definitely, brevity is important too with one in three professionals ensuring that their information is condensed to “bite-sized form.” Furthermore, journalists including quotes from their sources does not seem to carry the same magnitude it once did. Yet, 16 percent of the journalists do include quotes from an academic or industry expert, with only a small sample relying on third party, company spokesman and blogger quotes.

One in four respondents indicated that sharing data or numbers in their headlines was important with another 22 percent relying on information that has the potential to be framed in “listicle” form.

Social Media Preferences

As for sharing information on social media, 76 percent of journalists indicated that they “are feeling more pressure now to share on social media,” than they were in the past. And not just social media sites, but on their news organization’s platforms.

By far, Twitter has a special place for journalists, with 78 percent of journalists claiming that it is the most used in their profession to 18 percent for Facebook and just 2 percent for LinkedIn. Further, 75 percent of journalists use Twitter to build their own brand to 16 percent for Facebook and only 3 percent for LinkedIn. Notably, 86 percent of journalists check Twitter several times a day — I can personally attest to that!

Video’s Place in Social Media

Writing stories and taking pictures is still important for journalists, but video’s place should not be underestimated. Certainly, if you are a PR person and you want to get your company’s information out there, 74 percent of journalists favor original video created by your company or website.

That number compares to 14 percent who use consumer-generated videos, 13 percent who accept a courtesy video from a third party and 3 percent who welcome a corporate/branded video. Moreover, only 2 percent accept a stock video from a subscription service.

Pitch Me Your Very Best

The survey’s findings correspond with my personal approach to social media. It also underscores a few points that I have repeated over the past few years, including some that have been shared by my colleagues.

First, get to know me. I cannot tell you how many PR people reach out to me anonymously on any given day. Addressing me by my first name is important. Other journalists feel the same way and we are more likely to trash your information than to respond to blanket or poorly-pitched requests. Make an effort!

Second, keep it sector specific. Yes, many of us write for different sectors — you have to if you want to make a living these days — but usually we define ourselves by our chief discipline. Reading up on social media profiles can help you determine whether a query is on target or is clearly misplaced.

Third, help me meet my deadlines. This point may be the biggest gripe among my colleagues. For example, when I am working on a story and am up against a hard deadline, you are informed of that but you still miss it. It is important that PR people make it plain when a deadline cannot be met or might be missed. Transparency on your part helps build confidence, trust and goodwill on our parts.

General Motors earlier this week announced a fresh series of recalls, going well beyond an earlier initiative to replace the ignition switch for select Chevrolet Cobalt, Saturn Ion, and four other models. On Monday, GM announced three separate recalls for more than 1.5 million vehicles and also took a $300 million charge off to pay for the repairs.

CEO Video Announcement

GM CEO Mary Barra.The move surprised some analysts, including those still attempting to decipher the scope of the previous ignition switch recall announcement, a defect that has taken 12 lives. The most recent recalls were announced by GMs CEO, Mary Barra, in a video posted to the company’s website on Monday as well as in a statement to the press.

Though potentially damaging to the brand, GMs move allowed the automaker to set the narrative, avoiding what most certainly would have been a brutal dressing down by the media. Instead, Barra explained that the recalls followed a request for a comprehensive internal safety review, in response to the earlier recall.

GM Share Prices

In pushing these problems out to the light quickly, GM is one step closer to putting everything behind it. The financial write down gives the automaker credibility that they’re on top of the recalls, offering comfort to vehicle owners and shareholders alike. GM stock is selling for above $35 a share, up from $34 when the latest recall announcement was made, but down from its most recent high of $37.75 reached earlier this month.

The three separate recalls involve vehicles across GMs current brand structure as well as one model from retired Saturn.

Three Separate Recalls

The first recall involves 303,000 units of the 2009 to 2014 Chevrolet Express and GMC Savana vans with a gross vehicle weight of under 10,000 pounds. Affected vans do not comply with head impact requirements for unrestrained occupants, requiring a rework of the instrument panel.

The second recall covers 63,900 units of its large 2013 and 2014 Cadillac XTS sedan. That model may experience engine fires if a brake booster pump issue is not resolved. To date, two unsold XTS models have experienced fires and two component meltdowns have been reported.

The third recall is the most comprehensive one and includes some 2008 and 2009, and all 2010 to 2013 GMC Acadia and Buick Enclave models, some 2009 and all 2010 to 2013 Chevrolet Traverse models, and all 2010 Saturn Outlook models. With this recall, a wiring harness for seat mounted side air bags must be replaced. Nearly 1.2 million crossovers are affected.

Response and Recall

In her video announcement, Barra stressed that the company wants to be judged today by the actions it takes to respond to problems by addressing customer concerns. The automaker has dedicated 50 people at its Warren, Mich., customer service facility to handle recall notices. Barra noted that notices for the ignition recall have already gone out with replacement parts becoming available by the second week of April. Recall announcements for the other affected vehicles are being readied as of press time.

Barra confirmed that two separate Congressional committees are looking at the ignition switch recall and noted that the U.S. Department of Justice has also launched an investigation.

In each case we have pledged to cooperate fully while we work to make the recall itself as smooth as possible for our customers, said Barra. She added, These are serious developments that shouldn’t surprise anyone. After all, something went wrong with our process in this instance and terrible things happened.

Making a Personal Connection

Barra noted her own responsibility as GMs CEO and her being a mother, demonstrating how the problems have hit home for her. The company has apologized and made assurances that the problem does not happen again.

By responding proactively, GM demonstrates that will be on top of its problems. More importantly, the video address tells people, we care. That is the takeaway that allows GM to set the narrative.